TOP 50 FEBRUARY 2010 TOP 50

KEY: p /qdenotes movement up / down since last quarter. wv denotes same place. NEW are new sites since last quarter. NUMBERS denote ranking, 1-50
Feb-10 Movement Nov-09
1 wv 1 Amazon UK www.amazon.co.uk
2 wv 2 Argos www.argos.co.uk
3 wv 3 Play.com www.play.com
4 wv 4 Apple Computer www.apple.com
5 p 6 Amazon.com www.amazon.com
6 p 7 Tesco.com www.tesco.com
7 q 5 Marks & Spencer www.marksandspencer.com
8 p 9 John Lewis www.johnlewis.com
9 q 8 Next www.next.co.uk
10 p 12 easyJet www.easyjet.co.uk
11 p 21 Thomson Holidays www.thomson.co.uk
12 p 13 Expedia.co.uk www.expedia.co.uk
13 q 10 Tesco Direct direct.tesco.com
14 q 11 ASOS www.asos.com
15 p 46 Thomas Cook www.thomascook.com
16 q 14 RyanAir www.ryanair.com
17 q 15 Currys www.currys.co.uk
18 p 20 Debenhams www.debenhams.com
19 p 23 Topshop www.topshop.com
20 q 19 B&Q www.diy.com
21 p 24 lastminute.com www.lastminute.com
22 q 17 HMV.com www.hmv.com
23 q 18 New Look www.newlook.co.uk
24 p 34 The TrainLine www.thetrainline.com
24 p 25 Comet UK www.comet.co.uk
26 p 30 Littlewoods www.littlewoods.com
27 q 26 River Island www.riverisland.com
28 BACK - Tesco Superstore www.tesco.com/superstore
29 q 22 GAME www.shop.game.net
30 q 27 ASDA www.asda.co.uk
31 p 42 British Airways www.britishairways.com
32 q 31 PC World www.pcworld.co.uk
33 p 36 LOVEFiLM www.lovefilm.com
34 NEW - Very.co.uk www.very.co.uk
35 q 28 Boots www.boots.com
36 q 33 ASDA Direct direct.asda.com
37 q 16 Ticketmaster UK www.ticketmaster.co.uk
38 q 32 Dell EMEA www.euro.dell.com
39 BACK - TravelRepublic.co.uk www.travelrepublic.co.uk
40 q 39 IKEA www.ikea.com
41 q 29 Sainsbury's www.sainsburys.co.uk
42 q 40 Odeon Cinemas www.odeon.co.uk
43 p 44 Cineworld Cinemas www.cineworld.co.uk
44 q 38 Screwfix Direct www.screwfix.com
45 BACK - First Choice www.firstchoice.co.uk
46 q 37 Travelodge UK www.travelodge.co.uk
47 q 35 O2 Shop shop.o2.co.uk
48 q 45 The Orange Shop shop.orange.co.uk
49 q 48 Homebase www.homebase.co.uk
50 q 49 Vue Entertainment www.myvue.com

The IMRG-Experia Hitwise Hot Shops List of the top 50 UK e-retailers* is the key indicator of online merchant performance. The List is published quarterly and
tracks popularity, as indicated by visits, of those selling goods and services within the IMRG Capgemini Index Classification**. This List is based on January 2010
data.
* The IMRG-Experian Hitwise Hot Shops List excludes eBay and price comparison / aggregator websites such as Kelkoo and Froogle.
** IMRG Capgemini Index Classification: Beer / wine / spirits; Books; CDs / tapes / records; Clothing / footwear / accessories; Computer hardware / peripherals / consumables; Consumer electronics; Digital downloads (e.g. music,
software); Flowers; Food, beverages and household supplies; Furniture; Garden / DIY; Health and beauty; Home appliances (e.g. washing machines); Household goods (e.g. kitchenware, bedding); Jewellery / watches; Software;
Sporting goods; Tickets (e.g. cinema, theatre, events); Toys; Travel (e.g. flights, holidays, hotels, car hire); Video games; Videos / DVDs

© IMRG 2006 - 2010 www.imrg.org +44 (0) 7000 46 46 74

Movement Since November 2009
p q wv NEW BACK
16 26 4 1 3

Highlights:
 Amazon retains the List's top spot once again
 nine of the November 2009 top ten brands are still in the top ten
 six of the top ten have physical stores, the same as last quarter
 16 stores moved up the rankings this quarter with 1 new entrant and 3 back in
 26 moved down the raking with 4 remaining static
It’s steady again at the top of the latest Hot Shops List, with the leading four brands retaining their dominance of the UK online shopping
scene: Amazon.co.uk (1), Argos (2), Play (3) & Apple Computer (4). Amazon.com (5), Tesco (6) & John Lewis (8) all moved up one
place with Easyjet (10) entering the top 10 by moving up 2 places. Marks & Spencer (7) fell two places and Next (9) dropped a single
place.

The biggest movers this quarter were: Thomas Cook (15) moving up thirty one positions, British Airways (31) moved up eleven places,
The Trainline (24) and Thomson Holidays (11) both climbed ten.

There was only one new entrant to the list this quarter - the new Littlewoods brand, Very.co.uk (34). Tesco Superstore (28),
TravelRepublic.co.uk (39) and First Choice (45) all re-entered the Top 50 having been there previously.

Some brands fell significantly this quarter compared to last. Ticketmaster (37) fell twenty one places, Sainsburys (41) & O2 Shop (47)
both fell twelve spots, while Travelodge (46) fell nine places. Another twenty two moved down by less than nine places while Carphone
Warehouse, HP, QVCUK.com and Toys 'R' Us UK all fell out of the top 50 this quarter.

IMRG's CEO, James Roper, comments:

"This new Hot Shops List records retail traffic when online sales were growing at their lowest rate since records began, a decade ago.
The current recession began in December 2007 according the National Bureau of Economic Research (the official arbiter of recessions)
so it is interesting to note how HSL rankings compare with the period prior to the economic collapse. Three years ago, in February 2007,
the top HSL positions were broadly the same – Amazon 1 (now 1), Argos 2 (2), Tesco 3 (6), Play.com 4 (3), easyJet 5 (10). Big high
street names are some of the biggest risers since February 2007 – Marks & Spencer 16 (now 7), John Lewis 22 (8), Next 18 (9), and
Debenhams 42 (18). We expect significant fresh movement on the HSL this year as the economy begins to recover, pushing more trade
online, and the next generation of innovations, such as mobile apps, kick in."

Experian Hitwise's Director of Research, Robin Goad, comments:

"With Christmas and sales shopping mostly out of the way and snow covering much of the country, during January British consumers
turned their attention to planning and booking their summer holidays. Seven travel companies moved up the rankings, and easyJet re-
entered the top 10. The big travel agencies did particularly well, with Thomas Cook moving 31 positions to 15th and Thomson Holidays
10 positions to 11th, one ahead of Expedia. There was minimal movement elsewhere in the top 10 and the top four remain unchanged.
The big retailers that managed to extend their sales beyond the immediate post-Christmas week fared well, while LoveFilm also benefited
from the poor weather; why go out in the cold when you can stay inside with a good DVD?"

MEDIA ENQUIRIES
IMRG EXPERIAN HITWISE
Paul Evans Contact Lindsay O'Gorman
Tel: +44 (0) 7000 46 46 74 Tel +44 (0) 20 3042 4794
paul@imrg.org E-Mail lindsay.ogorman@hitwise.com
www.imrg.org Web www.hitwise.com/uk

About IMRG: IMRG (Interactive Media in Retail Group), founded in 1990, is the industry association serving e-retail: www.imrg.org

About Experian Hitwise: Experian Hitwise is the world's leading online competitive intelligence service: www.hitwise.com/uk

© IMRG 2006 - 2010 www.imrg.org +44 (0) 7000 46 46 74